social media marketing approaches outcomes

Social Media Marketing: Approaches & Outcomes

A ZeroDivide Webinar, March 29, 2010

www.zerodivide.org

Influence.

Social Media Marketing.

Influence.

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Social media:

Why, tools, channels.Strategic campaigns & Thoughts.The Facebook Effect.Measurement.

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Brand Awareness

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Years to reach 50 million users…

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RADIO: 38 years…

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Television: 13 years…

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Internet: 4 years…

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New Channels – social driven

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Offline & Online

Working Campaigns

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The Pepsi Refresh Project• In 2010 Pepsi did not run a super bowl ad for the first time in 23 years

• Pepsi is giving away $20M in a “social media play” called The Pepsi Refresh Project.

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The Pepsi Refresh Project• 1,000 ideas are collected each month.

• Ideas that ‘win’ are granted funding to better refresh a community

• Community based and widespread improvement – stay away from narcissism.

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The Pepsi Refresh Project – What could they have done better? • Pepsi is completely starting from scratch.

• Failed to leverage TV medium (offline) to help drive social participation.

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The Kogi Truck

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Kogi Bbq = Korean BBQ to go…• Travels around Los Angeles County, using Twitter as a primary mode of conversation with their community (customers).

• Kogi informs followers via Twitter where the truck will appear next.

• Eager Kogi enthusiasts check their twitter channel via the web or mobile device.

• These tweets draw anywhere from 300-800 customers in a single location & Kogi often has to refuse service at a specific time.

• Twitter is the primary marketing funnel.

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The Facebook Effect

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The Facebook Effect:

Facebook added 100 million users in 9 months…

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Over 400 million users today

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Del Taco – cost effective interaction doubling fan page in 4 weeks

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But just remember that what happens in Vegas, stays in…

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The Nature Conservancy &

Social Media 3.29.10

Amy GandersonEmail: aganderson@tnc.orgTwitter: @amyganderson

Social media overview• Enthusiastic staff• Vast exposure on

nature.org • Our branded social

networks– Facebook – MySpace– YouTube– Flickr– Twitter– Gather– Care2– Change.org– OneCause

Our contributors = our success

Nicole Levins,

Strategic Communications

Sandra Rodriguez,

Strategic Communications

•Facebook 52k Fans (+202%, Feb ‘09 16k fans)

•Twitter 22k Followers (+2,179%, Feb ‘09 1k followers)

•Facebook Cause 200k Members (+176%, Feb ‘09 72k members)

Dave Connell,

Strategic Communications

Bob Lalasz,

Digital Marketing

Darci Palmquist,

Digital Marketing

CJ Hudlow,

MRC-West / Digital Troop

Amy Ganderson,

Digital Marketing

Margaret Southern,

Editorial Strategy

Leslie Shields,

Digital Membership

Social media marketing goals

1. Increase brand awareness 2. Reputation management3. Engagement 4. Expand the Conservancy’s influence5. Reach new and younger audiences

*These goals are not in any particular order.*We will discuss 1-3 in more detail.

Goal #1: Increase brand awarenessHow do we achieve this?• Integrate our channels in other marketing

drivers• Allocate online marketing dollars (small $)• Be where they are!

How do we measure it?• Increase in number of new fans, followers,

etc.• Referrals from social media channels to our

website• Benchmark against our competitors

Goal #1: Increase brand awareness

More integration = More fans and followers

Goal #1: Increase brand awareness

The effect of Facebook

Advertising

Goal #1: Increase brand awareness

Facebook

Benchmark Comparison

Goal #2: Reputation managementHow do we achieve this?• Create a crisis communication

strategy• Be proactive, rather than reactive• Say “thank you” for positive mentions

How do we measure it?• Sentiment number of positive vs.

negative interactions• Actions based on our outreach, like re-

writing an article

Goal #2: Reputation management

Greenpeace Response

Goal #3: Engagement

How do we achieve this?• Use our experts and social media savvy staff• Focus on quality over quantity – Facebook is

still #1!• Exploit what’s working and test new ideas• Build relationships with top influencers

How do we measure it?• Number of interactions per post• Manual qualitative analysis on the type of

content that works• Quantify new relationships

Goal #3: Engagement

Talk about others, not just

yourself!

Goal #3: Engagement

Use social media to test new ideas

Goal #3: Engagement

Monthly social media recap, identify what’s working

Name Category Location Date Likes Comments

Blog: Your top 10 river songs Freshwater - 2/4/2010 68 92

Blog: Has ‘Climategate’ Affected Your Trust in Science? Climate - 2/8/2010 46 81

My Nature: Everyday Environmental Tips Green Living - 2/16/2010 40 54

Nature.org: Restoring Lost Connections People Australia 2/17/2010 77 53

Blog: What's good for nature in FY2011 Leadership - 2/26/2010 139 40

Blog: Photo of the week - Plitvice Lake Photo - 2/12/2010 129 39

Nature.org: The Secret Lives of Jumping Slugs Animals Washington 2/17/2010 116 37

Blog: The List: Who’s Willing to Act on Climate Change Climate - 2/10/2010 70 37

Blog: Photo of the week - Roseate Spoonbill Photo - 2/19/2010 204 35

My Nature: Everyday Environmental Tips Green Living - 2/9/2010 48 31

Blog: Fighting Climate Change a Good Business Model Climate - 2/8/2010 42 29

Blog: The Lessons of ‘Avatar’ for Sustainable Hydropower Marine - 2/23/2010 83 28

Nature.org: Photo slideshow of Cado Lake Texas Photo Texas 2/18/2010 71 27

Facebook: Give Away Table (Book edition) Green Living - 2/25/2010 30 27

Blog: Photo of the week - Cobb's Wren Photo - 2/26/2010 184 25

February Month End Recap

What’s next for The Nature Conservancy?1. New content management & web analytics

system2. Mobile marketing3. New channels: Google Buzz, FourSquare4. Focus on relationship building 5. State and chapter social networking groups6. Leverage social media guidelines for staff7. Integration, integration, integration!!!!

Have to mention…. Earth Day 2010!

Visit: nature.org/earthday

Additional InformationCase Studies / Organizations to Watch• American Red Cross & Haiti• Humane Society• Earth Hour• Twestival• Case Foundation Giving Challenge• YouTube Project 4 Awesome• Facebook Causes Birthday ApplicationResources• Beth’s Blog• Mashable

Questions?

Thanks!Amy Ganderson,Email: aganderson@tnc.orgTwitter :@amyganderson